Marketing Plan of Nin Jiom Pei Pa Koa

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This presentation provides an analysis of the traditional marketing transformation effort of Nin Jiom Pei Pa Koa into social media marketing strategies. It includes a brief overview of market conditions, the current position in social media, proposed social media marketing efforts, analysis of competition, traditional advertisement strategies, goals of the marketing plan, targeting the audiences, developing strategies and choosing tactics, and monitoring and measuring the campaign's performance.

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Marketing plan of Nin Jiom Pei
Pa Koa
Name of the University:
Name of the Student:
Authors Note:

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Introduction
Nin Jiom Pei Pa Koa is a leading Chinese
manufacturer of medicines in Hong Kong that
is renowned worldwide as its products are
made of natural herbs and ingredients.
The objective of the report is to analyze the
traditional marketing transformation effort of
Nin Jiom Pei Pa Koa into social media
marketing strategies.
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A Brief Overview of Market Conditions
Political: Taxation policies, government resource
allocation, governance system and armed conflict
Economic: Availability of key infrastructure, skill
level of employees in the Chinese market,
financial market efficiency and downward
pressure on consumer spending
Social: Media playing increased role on public
opinion, attitudes towards health and safety and
societal norms and hierarchy
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A Brief Overview of Market Conditions
Technological: Focused on lowering production
cost, supply chain partners empowerment and
latest supply chain innovations used by competitors
Environmental: Recycling is an emerging norm, use
of renewable energy and increasing consumer
activism
Legal: Existence of data protection laws, strict
employment law in the country and stringent health
and safety norms

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Current Position in Social Media
Integrated offline and online promotional
channels in sponsoring several sporting events
Low existence on the social media marketing
platform and high use of traditional media for
promotion
Promotes advertorials regarding maternal and
herbal medicine benefit topics on Television,
magazine, newspaper and billboards.
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Proposed Social Media Marketing Efforts
YouTube commercials in
illustrating clear vision
of the company
regarding its quality
products for ensuring
healthy life for
consumers.
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Analysis of Competition
Hung Fook Tong Presence in Social
Media
Social Media
Channels Used
Use in Engaging
Consumers
This company is the
largest competitor
as it offers similar
products focused
on high quality,
herbal features and
at affordable costs.
Renowned products
include healthy
herbal tea and
homemade soup
Very active
presence in the
social media
channels and
increased reliance
on online product
promotion
Facebook
YouTube
Promotes products
as better lifestyle
practices
Engaging contents
on its new product
lines on a regular
basis

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Analysis of Competition
Presence in Social
Media
Social Media
Channels Used
Use in Engaging
Consumers
The company is
another competitor
in the Chinese
market with
increased
popularity among
consumers because
of its high selling
products including
herbal drinks ,
Chinese-style
soups, tortoise
herbal jelly and
other food products
Medium presence
on social media
channels. Employs a
promotional mix of
both traditional and
online medium for
advertising medical
and herbal
offerings.
Instagramm
Facebook
YouTube
Promoting products
among target
audiences as
helpful for
maintaining
wellness
Product sample
based promotions
and charity raffle
tickets increases
number of website
viewers
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Traditional Advertisement
Television
advertisement of
Nin Jiom Pei Pa
Koa is decided to
be promoted on
the selected social
media channels.
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Traditional Advertisement
The television commercial of Nin Jiom Pei Pa
Koa cough syrup promotes live healthier
strategy
This promotes no sugar added formula in
soothing and clearing throat and lung
congession.

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Strategy Development
Goals of Marketing
Plan
To obtain trending social
media presence within the
first year with attaining
2000 likes and followers
To attain consumer
retention rate increase by
20% in the first year of its
social media commercial
launch
To attain increase in market
share by 15% within the
first year after launch on its
social media commercials
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Strategy Development
Targeting the Audiences
Targeting Medium Key Segment Variables
Demographic Gender, age breakdown, education
and family status of Chinese
consumers
Geographic Chinese as well as global
marketplace
Psychographic Employment and socio-
demographic status and family
status
Behavioral Chronic illness, increased health
consciousness in families and
people dealing with frequent cold
and cough symptoms
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Targeting the Audiences
The target consumer
market segment will be
males and females
belonging to age group of
10 to 60 years
The target consumers will
be urban population that
are full time workers, have
families and an income
more than national
average
Target market will be
individuals facing chronic
illness and the families
aimed at improving their
general health and
wellbeing

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Strategy Development
Developing strategies and
choosing tactics (Twitter)
Nin Jiom Pei Pa Koa” can attain
high consumer engagement
through promotional contents
sharing on Twitter
Twitter commercials and sharing
of posts on medicinal qualities
of Nin Jiom Pei Pa Koa”
products can increase content
sharing by 150% providing value
added information to users
Commercials with Twitter search
function “hash tag” can reach
out maximum target audiences
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Facebook Media to Engage Consumers
Nin Jiom Pei Pa Koa” can
use Facebook social media
through sharing engaging
images, links and videos
on its medicinal products
Increased visisbility from
consumers can be attained
by Nin Jiom Pei Pa Koa”
through advertising as
Facebook ads on the side
columns that will have a
click-through link to its
website
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Instagram Media to Engage Consumers
Instagram promotion
can facilitate Nin Jiom
Pei Pa Koa” in
developing user-
generated contents that
can encourage cosumers
to share pictures and
videos of their positive
experience from using
Nin Jiom Pei Pa Koa”
Location tags used by
Nin Jiom Pei Pa Koa”
can encourage in-person
interaction among
target audiences

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Strategy Development
Creating content on Twitter
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Creating Content on Facebook
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Creating Content on Instagram

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Strategy Development
Monitoring and
measuring
Observing drastic increase in
number of followers reflecting
increasing brand popularity
Increase in number of positive
reactions attained on the social
media posts
Increase in the “Click-through-
rate” that can signify increasing
number of visitors to the
company's website
Evaluation of social media
promotional campaign
performance through
measuring difference between
target set and actual target
attained
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Conclusion
Nin Jiom Pei Pa Koa offers a full range of products in
effectively curing sore throats, colds, fever, heatiness
and spot-prone skin.
Instagram, Facebook and Twitter promotion can
facilitate Nin Jiom Pei Pa Koa” in developing user-
generated contents that can encourage cosumers to
share pictures and videos of their positive experience
from using Nin Jiom Pei Pa Koa”
Evaluation of social media promotional campaign
performance through measuring difference between
target set and actual target attained
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References
Baker, M.J., 2016. What is marketing?. In The Marketing Book(pp. 25-42). Routledge.
Baverstock, A., 2015. How to write a marketing plan. In How to Market Books (pp. 135-
165). Routledge.
Cateora, P., c Gilly, M. and Graham, J.L., 2015. International Marketing. McGraw-Hill
Higher Education.
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
Dib, A., 2018. The 1-page marketing plan. Page Two Books.
Fine, S.H., 2017. Product Management in Social Marketing. In Marketing the Public
Sector (pp. 81-95). Routledge.
Gupta, V.K., 2017. Marketing Strategy: A War to Win. Journal of Management Science,
Operations & Strategies (e ISSN 2456-9305), 1(1), pp.21-24.
Khurana, R., 2017. A Marketing Plan for the Modern World. Business and Technology, 1(1).
Lidstone, J. and MacLennan, J., 2017. Marketing planning for the pharmaceutical industry.
Routledge.
McDONALD, M.A.L.C.O.L.M., 2016. Strategic marketing planning: theory and practice.
In The marketing book (pp. 108-142). Routledge.
Wong, H., McLean, J., Lam, L., Shan, M. and Chen, M., 2016. Marketing Plan Report.
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